Make life a ride.

7 characters united by the passion for freedom.

Motorcycling has always been a passionate lifestyle and for the past 90 years BMW Motorrad has been the brand that spreads that passion like no other. The objective of the project was to create a temporary website for a very short promotion. Because we're very much into motorcycles, we decided to not do that.

Instead, we created a full digital experience to fulfil the spirit of freedom and touch the hearts and minds of customers of different characters, united by the passion for adventure. Motorcycles were sold, bikers were born and the site is still going strong.